The future of marketing will be quite different to the mass media proliferated version as seen for most of the last century. Instead it will be more personalized, but still at mass scale. Digital marketing has the power to reach the last consumer, and curate content according to the person’s taste. This requires an enormous quantity of data warehousing, so that one is able to generate specific content. Personalization is like a philosophy for customer engagement. Technology also helps in conducting multiple interactions with the same set of customers. Personalization also has a positive impact across the full customer lifecycle. Even customers prefer this style. At the World Retail Congress, the vast majority of marketers confirmed to knowing about its value, but only a fifth acknowledged to be actually using this principle. Before going too far ahead though, marketers need to understand the quality of data being captured.

Source:https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/personalization-at-scale-first-steps?cid=other-eml-alt-mip-mck-oth-1808&hlkid=f8b29aaf584045ffb8905890ce730da8&hctky=2657824&hdpid=044126e9-45f9-4488-a0b6-2d991da5badb

Uploaded Date:30 July 2019